Alcoholic Drinks Trends in the Middle East & Africa, 2026

This brief looks at some of the key trends in alcoholic drinks in the Middle East and Africa. It specifically looks at trends that have changed significantly since 2025.

Table of contents:

1) Summary

2) Middle East: three alcoholic drinks trends

• Non-alcoholic and halal-brewed drinks become the Gulf entry route
• Dubai consolidates as the on-trade and spirits hub
• Conflict hits the UAE on-trade

3)  Africa: five alcoholic drinks trends

• Ownership changes hands: Diageo, Heineken and Castel restructure
• Nigeria’s brewers return to profit growth, but taxes cap the recovery
• Regulators move from announcements to enforcement
• New entrants: Varun Beverages, Asahi and regional investors move into beer
• Brewers localise inputs: malt, barley, sorghum and molasses